Wendy’s to title Portland tour stop

Wendy’s has signed a two-year
agreement to become title sponsor of AST Dew Tour’s Portland stop, which
formerly was titled by Vans. Sources valued the title package at $2.5 million
to $3 million annually.

The deal gives Wendy’s category
exclusivity, more than 30 ad units on the 23 hours of tour coverage on NBC and
more than 20 spots on the 10 hours of coverage on USA Network. Other TV
inventory includes opening and closing billboards and branded vignettes during
broadcasts.

Wendy’s also receives signage,
hospitality and on-site and retail activation rights for all events.

The sponsorship agreement is part of
Wendy’s effort to reach 18- to 24-year-old consumers. Its recent “red wig” ad
campaign, created by Saatchi & Saatchi, and first mobile sampling tour
launched this year to reach younger customers.

Bertini said Wendy’s has not made any
decision about how it plans to activate, though it hopes that it can
incorporate its mobile sampling program into Dew Tour events. Its agencies
include Momentum, and Bertini said he doubted the company would hire an action
sports agency to help develop its activation.